The New York Times is expanding its output across an increasingly diverse slate of channels – from ink and digital pages to podcasts and virtual reality.

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Tracie Lee, product design director, The New York Times

But if the Gray Lady has rapidly transcended its print origins, the 167-year-old brand is still required to address the eternal conundrum for the news industry: simultaneously meeting the needs of its readers and advertising partners.

“The experience of reading the news: You want to make sure that people are getting into that [and] that the ads are not intrusive,” Tracie Lee, product design director at The New York Times, explained to a SXSW 2019 audience in Austin, Texas.

“But you have to consider that, fundamentally, [for] the business of The New York Times, advertising is part of that.”